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Keywords: Recompra
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2020) 24 (2): 177–191.
Published: 14 May 2020
... afecta positivamente a la intención de recompra y al eWOM positivo, directa e indirectamente a través de la confianza en la comunidad. El efecto total de la confianza en la marca es mayor que el de la confianza en la comunidad. Originalidad/valor Esta investigación contribuye a la teoría y práctica...
